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National and Country Image in International Marketing and Brand Management: A Bibliometric and Systematic Review of Conceptualisation and Measurement

Yu Wang1, Ruzanna Shahrin1, Siti Aisyah Panatik1, Binhong Jin2
1Faculty of Social Sciences and Humanities, Universiti Teknologi Malaysia, 81310 Johor Bahru, Johor, Malaysia
2People’s Government of Huangze Town, Shengzhou, Shaoxing, Zhejiang 312455, China
DOI: https://doi.org/10.70517/revcc2624141
Published: 08/10/2026
: Yu Wang, Ruzanna Shahrin, Siti Aisyah Panatik, Binhong Jin. National and Country Image in International Marketing and Brand Management: A Bibliometric and Systematic Review of Conceptualisation and Measurement. Revista Cultura Científica, 2026 Issue 24. pg. 1701-1724.

Abstract

National and country image have become important constructs in international marketing and brand management because country-related perceptions can shape consumer evaluations of products and brands, perceived quality, brand credibility, purchase risk, and behavioural responses. However, the literature remains conceptually fragmented, with national image, country image, country-of-origin image, product-country image, country brand image, and related constructs often operationalised through different evaluation objects, dimensions, and measurement traditions. This study integrates bibliometric analysis with a systematic literature review to clarify the intellectual structure, conceptualisation, and measurement of national and country image from a marketing and management perspective. The bibliometric analysis uses 1,230 Web of Science records to map publication growth, collaboration, journal sources, keyword networks, thematic clusters, and thematic evolution. The systematic review draws on 43 core studies selected from Web of Science and Scopus to examine construct definitions, dimensional structures, scale provenance, theoretical roles, and empirical relationships. The findings show that the field is anchored in international marketing and consumer research while intersecting with tourism, communication, and public diplomacy. They also show that national-level perceptions, product-country associations, affective evaluations, and behavioural outcomes are related but should not be treated as equivalent. For marketing scholars and managers, the review provides a clearer basis for selecting and adapting national image measures, interpreting country-of-origin effects, managing country associations in brand positioning, and linking national perceptions to consumer-based brand equity. The study concludes that stronger alignment among construct definition, measurement content, and managerial purpose is necessary for cumulative theory development and evidence-based international marketing decisions.

Keywords: brand management; international marketing; consumer behavior; national image; country image; country-of-origin; bibliometric analysis; systematic review

Abstract

National and country image have become important constructs in international marketing and brand management because country-related perceptions can shape consumer evaluations of products and brands, perceived quality, brand credibility, purchase risk, and behavioural responses. However, the literature remains conceptually fragmented, with national image, country image, country-of-origin image, product-country image, country brand image, and related constructs often operationalised through different evaluation objects, dimensions, and measurement traditions. This study integrates bibliometric analysis with a systematic literature review to clarify the intellectual structure, conceptualisation, and measurement of national and country image from a marketing and management perspective. The bibliometric analysis uses 1,230 Web of Science records to map publication growth, collaboration, journal sources, keyword networks, thematic clusters, and thematic evolution. The systematic review draws on 43 core studies selected from Web of Science and Scopus to examine construct definitions, dimensional structures, scale provenance, theoretical roles, and empirical relationships. The findings show that the field is anchored in international marketing and consumer research while intersecting with tourism, communication, and public diplomacy. They also show that national-level perceptions, product-country associations, affective evaluations, and behavioural outcomes are related but should not be treated as equivalent. For marketing scholars and managers, the review provides a clearer basis for selecting and adapting national image measures, interpreting country-of-origin effects, managing country associations in brand positioning, and linking national perceptions to consumer-based brand equity. The study concludes that stronger alignment among construct definition, measurement content, and managerial purpose is necessary for cumulative theory development and evidence-based international marketing decisions.

Keywords: brand management; international marketing; consumer behavior; national image; country image; country-of-origin; bibliometric analysis; systematic review

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Yu Wang
Faculty of Social Sciences and Humanities, Universiti Teknologi Malaysia, 81310 Johor Bahru, Johor, Malaysia
Ruzanna Shahrin
Faculty of Social Sciences and Humanities, Universiti Teknologi Malaysia, 81310 Johor Bahru, Johor, Malaysia
ruzanna@utm.my
Siti Aisyah Panatik
Faculty of Social Sciences and Humanities, Universiti Teknologi Malaysia, 81310 Johor Bahru, Johor, Malaysia
Binhong Jin
People’s Government of Huangze Town, Shengzhou, Shaoxing, Zhejiang 312455, China

How to cite:

Yu Wang, Ruzanna Shahrin, Siti Aisyah Panatik, Binhong Jin. National and Country Image in International Marketing and Brand Management: A Bibliometric and Systematic Review of Conceptualisation and Measurement. Revista Cultura Científica, 2026 Issue 24. pg. 1701-1724.

Publication History

  • Received: 27/07/2026
  • Accepted: 05/10/2026
  • Published: 08/10/2026
Copyright © 2026, Yu Wang, Ruzanna Shahrin, Siti Aisyah Panatik, Binhong Jin. Published by Revista Cultura Científica. This article is published as open access under the Creative Commons Attribution 4.0 International (CC BY 4.0) license (http://creativecommons.org/licenses/by/4.0/).

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